I’ve been thinking about ideas on how not-for-profits can measure social media investments. The image below is a three-tiered system that focuses on brand awareness, building connections, and strengthening relationships. It does not touch on ROI that would occur with a social media campaign linked directly with a marketing campaign. I know there isn’t one answer for measuring social media, and I hope to share more ideas in the future.
The purpose for each tier is to build upon the previous connections that have been made. It is important for the organization to develop levels of measurement for each tier that is appropriate for their needs.
Tier 1 – the most focused level that all other tiers build from
- Mission – Creating a consistent voice that supports the organization’s mission.
- Platforms – Selecting specific social media platforms that support the organization’s mission, while allowing the organization to foster an online community.
Tier 2 – three main objectives that are frequently talked about
- Brand Awareness – Using selected social media platforms to educate and build brand awareness with community leaders, donors, volunteers, members, peers, and staff.
- Building Connections – Engaging the online community with relevant conversation that is focused on connecting followers with the organization’s mission.
- Relationships – Fostering relationships into strong bonds that empower followers to share their own story.
Tier 3 – a circular web that drives an organization’s social media success. This web may be small at first, but over time will begin to grow.
- Exposure and Conversation – Using the consistent voice developed in tier 1 to engage followers in conversation. Building a community of followers with relevant well-developed content focused on the organization’s mission.
- Influence – Building a positive reputation that positions the organization as a leader in their specific field.
- Engagement – Empowering followers to use personal experiences with the organization to begin their own conversation with their online community. I believe the engagement stage is the key moment to measure an organization’s social media success.
A lot has been written about measuring an organization’s success with social media. There seems to be no right answer, except the one that fits within the organization’s needs.
I’m interested in hearing your thoughts. Leave your comments below.